Marketing Theory: A Student Text

Abstract

PART ONE: OVERVIEW OF MARKETING THEORY Marketing: Philosophy or Function? - Michael J Baker Marketing Theory - Michael Saren A History of Historical Research in Marketing - D G Brian Jones Marketing Ethics - Patrick E Murphy PART TWO: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY The Economics Basis of Marketing - Richard J Varey The Psychological Basis of Marketing - Allan J Kimmel The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: THEORIES OF MARKETING MANAGEMENT AND ORGANIZATION The Marketing Mix: A Helicopter View - Walter van Waterschoot and Thomas Foscht Marketing Strategy - Robin Wensley Target Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: THEORETICAL SUBAREAS OF MARKETING Consumer Behaviour - Rob Lawson Innovation and New Product Development - Susan Hart Relationships and Networks - Kristian Moller Theory in Social Marketing - Gerard Hastings, Abraham Brown and Thomas Boysen Anker Theories of Retailing - Christopher Moore An Institutional Approach to Sustainable Marketing - William E Kilbourne Brand Equity and the Value of Marketing Assets - Roderick J Brodie and Mark S Glynn POSTSCRIPT The New Service Marketing - Evert Gummesson

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